TikTok turns average Joes into stars. Then what?

Cashing in when it counts is key. Even when a creator scores a viral hit, repeat success can prove elusive. Georgia Wells explores the frustrations that some users feel when the viral fame of one video is hard to replicate with subsequent clips. In this eye-opening insight into the world of viral TikTokers, she explains why the app's secretive content algorithms are likely to blame.